Here are a few examples of real accounts backing up my points Missing data In the screenshot below you can see that these keywords all have similar performance metrics. However Quality Score data is often missing for some keywords so to identify the differences between a six or a seven keep splitting her. example of missing Quality Score data in Google Ads reporting inconsistent scores In these next three keywords they are all very similar and go to the same landing page but only one gets a low quality score status flag while the others all have very different scores.
Inconsistent Account Quality Score data in Google Ads Score performance mismatch This is one of the highest converting keywords in this account but the score is only mobile number list average. Google Ads Quality Score average but high performance . I m not the only anti-quality scorer Aaron Babaa Google Ads Manager at Above All PPC also doesn t want to waste a minute staring at an arguably random metric. In his article Quality Score Is Dead! he makes two points Bot-driven scores are imperfect Aaron writes “Landing page relevance and experience are bot-driven. We ve seen accounts with insanely high CTRs incredibly relevant ads and beautiful keyword-optimized landing pages… but terrible Quality Scores.
We ve even seen accounts where branded keywords a keyword that is the name of the company and nothing more show a Quality Score of . The system is clearly flawed. And this may be minor but one last point Quality Score isn t even a standard column in Google Ads . Google Ads Quality Score custom column Perspective # Quality Score still matters in If there s one thing I ve learned about PPC as a consultant it s that you shouldn t take it too personally. When I asked Mark Irvine PPC expert and Director of Paid Media at SearchLab about his take on the matter he had strong pro-Quality Score sentiments.